KITES SUMMER INTERNSHIP
Project Final Report

ITC TM&D June 13, 2013 Authored by: Vaibhav Goel

Contents
Introduction and Project Title .....................................................................................................2 Acknowledgement ......................................................................................................................2 Deliverables and Scope Of Study .................................................................................................3 METHODOLGY .............................................................................................................................4 Roles and Responsibilities ...........................................................................................................4 Results and Achievements...........................................................................................................6 REPORTS AND STRUCTURE ..........................................................................................................8 Results ........................................................................................................................................9 Training Structure .....................................................................................................................10 Evaluation Structure..................................................................................................................11 Learning and Experience ...........................................................................................................11

Introduction and Project Title
This project report will document the findings of my KITES summer internship project at the Kolkata office of TM&D. My project was on the practices adopted by 3rd party merchandisers in Modern Trade. TO STUDY THE CONCEPT OF 3RD PARTY MERCHANDISING IN MODERN TRADE, PRACTICES ADOPTED BY VARIOUS COMPETITION AND RECOMMEND IMPROVEMENTS IN THE CURRENT WORK PRACTICES

Acknowledgement
This project would not have let to fruition if it weren’t for the help provided by my project guide Mr. Gireesha Nema. Mr. Animesh Sarkar and Mr. Raghavan KV helped me get under way with studying the ITC organization and helped me initiate contacts that helped me with my on the ground research.

Deliverables and Scope Of Study

Clear understanding of work practices and recommend changes

Improving 3rd party practice inline with TM&D imperatives

Study of current evaluation framework and recommend improvements

The project was divided into 4 domain areas: Roles and Responsibility • Study of roles and responsibilities of Promoters and Merchandisers • Enhance more consumer contact & induce sell-out Data Structure and Reports • Actionable Reports: Focus approach to achieve better deliverables • Flag Areas of Concern • New Horizon: Category Adjacency and Shelf Position Trend line

Training Structure
• Training module: current, new manpower • Capability enhancement aids • Monthly and Mid Month Meet for Review Dynamics

Evaluation
• Generate Employee Evaluation metrics • Generate Monthly PPMS Evaluation score-card • Generate Quarterly PPMS Evaluation Dashboard

METHODOLGY
Each Domain Area was picked separately and a thorough understanding, analysis and subsequent changes were suggested for each. Hence, at the end results were compiled and benefits were presented to the Head of Modern Trade. The Project evolved in 4 stages: 1. Stage 1 : Understanding of the MODERN TRADE STRUCTURE OF ITC and Competition 2. Stage 2: Areas Of Improvement 3. Stage 3: Recommendations 4. Stage 4: Result and Analysis

Roles and Responsibilities
Personnel Involved in a Modern Trade Outlets and their Deployment is categorized as:

Volume 1 Store: PROMOTER Promoter Objective: To Optimize Sell-out Time for higher Consumer Contact Their Key Imperatives are : 1. Increase Sell Out Time and Data Capture Their Current Activities Include: 1. Merchandising 2. Data Capture 3. Sell-Out Hence, a Time Chart Was prepared

Promoter Pre-Pilot
11% 11% 5% 10%

Promo Impl Data Capture Foods
26%

Sales
Time Out Facings

37%

Based on In-store Observation and Competition Practices, the Roles and Responsibilities were streamlined and the result in time Improvements were recorded

Results and Achievements
Increase in Sell Out time

As seen there is Considerable rise in the Number of Consumers Contacted and Also time spent on each Consumer. This results in higher Sales for the company on a week on week basis.

SUMMARY

REPORTS AND STRUCTURE
New Actionable Reports were prepared for ITC with clear Demarcation of Accountability.

Actionable Reports Characteristics:

Results
New Reports which are now being produced At ITC.

These Reports are Auto-Generated and PPMS have been well trained to produce these reports.

Training Structure
In order to achieve the best out of PPMS manpower it was imperative to formally adopt a training structure. Training Objective: Highest possible skill-set of Merchandisers and Promoters Hence, a Training structure was set up for: 1. New Recruits : 6 day Training Module was developed for new Recruits with Constant Checks 2. Existing Recruits: Mid month and Monthly Meetings 3. Providing Capability Enhancement Aids : Planogram and New Product Launch Note

Evaluation Structure
In order to evaluate PPMS at all levels, the evaluation structure was divided into 3 categories: 1. Evaluation of Employees on a Quarterly basis for Branch: This is to be for Training and Review a. Each Employee is judged on certain required parameters and their Levels are assigned. Based on these levels, further training is given. 2. Evaluation of PPMS on a monthly basis for Operations Manager: Based in the requirements of ITC, an Objective Score card is to be made by the Branch to Evaluate PPMS. 3. Evaluation of PPMS on its Variable Pay parameter to help Head of Modern Trade in his Quarterly Review of PPMS.

Learning and Experience
My experience with ITC as an Intern was exhilarating. True to what was expected, I got to experience the growing spirit of ITC. The kind of freedom given to explore my project made the experience a true learning one. The joy of seeing my work go live and the importance given to my project, made me work all the more to produce the best out of me. In short, it was wonderful working at ITC Ltd.